Avocados from Peru are making a significant push into the U.S. market right now by exporting during its June to early October window an expected record 300 million pounds and partnering with top retailers to promote the sell-in of Avocados from Peru with its campaign slogan Eat Healthy, Live and Drive Green.
“2022 is going to be a record year for Peru as we plan to export to the U.S. 300 million lbs. of avocados. This is a first for Peru as we usually export 180 million lbs. which translates to an approximate 45 percent increase over last year," said Xavier Equihua, President and CEO of the Peruvian Avocado Commission (PAC).
The overall U.S. avocado category will be at about the same amount as 2021 so Peru is helping to keep the U.S. avocado category at 2.8 billion pounds. Equihua says Peru can and should increase its avocado presence in the U.S. market beyond 300 million pounds next year, especially if it wants the category to reach 3 billion pounds in 2023.
Adjusting shipments
This move also comes at a time when shipments of Peruvian avocados around the world look to be shifting. “The number one market for Peruvian avocados is Europe. Peru will ship 1 billion lbs. of avocados worldwide of which 300 million lbs. will come to the U.S. and approximately 500 million lbs. to Europe and the rest to other markets,” said Equihua. However Peruvian shipments to Europe are decreasing due to factors such as a much more complex inflation rate than the U.S., the Russia-Ukraine war and other factors. “This of course opens the door for us to increase our footprint in the U.S. market.”
To help retailers with the sell-in of Peruvian avocados, Equihua says it has launched a more robust marketing campaign that includes among others, expanding its media partnership with NBC, Telemundo and FOX to include more than 50 media markets, including the top 10 U.S. media markets. Part of this also involves sponsoring programs such as this week’s MLB All-Star Game, Gordon Ramsey’s Masterchef, America’s Got Talent, the Latin Billboard Music Awards in September and more.
Avocados from Peru is also taking a unique stance to promote the fruit’s health benefits as well as its sustainability. “The U.S. consumer is increasingly eating healthy and one way to do so is by incorporating foods like avocados into their diets,” says Equihua. Avocados from Peru will also educate consumers about Peru’s agricultural efforts to maximize its water footprint and efficiency.
To further highlight both health and sustainability, Avocados from Peru is also tapping into sustainable transportation starting with the AVO Tesla 3 Summer Giveaway in partnership with Meijer and Lidl supermarkets. The AVO Teslas are wrapped in avocado skin and feature the logos of Avocados from Peru and the retailer partner. Avocados from Peru has also launched the AVO Bike 2022 Instagram contest in partnership with public transportation authorities in Washington, D.C. and Philadelphia. The AVO Bikes are wrapped in the colors of Avocados from Peru and being promoted in the bike sharing stations in both cities and in social media. “These giveaways fit in perfectly with the marketing campaign’s theme of health and sustainability as consuming AFP provides benefits to the body and the environment – just as electric vehicles and bikes cut down on pollution and carbon emissions,” said Equihua.
National Avocado Day next week
In addition, PAC will celebrate National Avocado Day on July 27 by giving back to local Philadelphia communities. For the second year, PAC has teamed up with GIANT to donate 50,000 avocados to Philabundance, Philadelphia’s largest food bank. The donation will be given to the organization during the 2nd Annual TOP GUAC Championship where AFP & GIANT will award the best amateur guacamole recipes featuring Peruvian avocados. The new Avocados from Peru food truck, in partnership with the well-known culinary duo The Peruvian Brothers, will also be at the event serving avocado-based dishes as the competition occurs. All proceeds will go towards supporting Philabundance and Feeding America.
And back in retail stores, PAC will distribute e-vouchers to geolocated retailers to reward customers buying Peruvian avocados. Since the COVID-19 pandemic, Avocados from Peru has continued to give back to its customers. “Considering the lasting economic effects of the past two years, and the current level of inflation, the coupons and our other promotional efforts will continue to provide much-needed support to consumers across America,” said Equihua.
